Korelacija između PR aktivnosti community managera na društvenim mrežama i percepcije istih od strane korisnika društvenih mreža
Journal Title: In Medias Res - Year 2014, Vol 3, Issue 5
Abstract
U svijetu odnosa s javnošću, svakim danom raste popularnost novih medija kao kanala dvosmjerne komunikacije s ključnim javnostima. Community management predstavlja struku koja u svom spektru aktivnosti obuhvaća i online odnose s javnošću na društvenim mrežama te upravo tom aktivnošću, ima mogućnost uvelike doprinijeti imidžu i reputaciji organizacija. U radu se razmatra predloženi model istraživanja kroz dvojaki pristup, zasebno community managerima i zasebno korisnicima društvenih mreža. Analizom rezultata i njihovom usporedbom izračunom koeficijenata korelacije, očekuje se stjecanje uvida u učinkovitost struke community managementa u Hrvatskoj na dvije najpopularnije društvene mreže -Facebook-u i Twitter-u.
Authors and Affiliations
Nika Žganec, Nikola Jozić
Keywords
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